“Royal Swinkels can soon pass on an intelligent brewery to the next generation of Swinkels Brewers.”

Stijn Swinkels, board member at Royal Swinkels

The customer promise of Royal Swinkels

“A suitable beer for every occasion” is the customer promise of Royal Swinkels, known for brands such as Bavaria, Palm, and La Trappe. To deliver on this promise, they need to better understand the consumer.

Stijn Swinkels, board member at Royal Swinkels and seventh generation of Swinkels Brewers, shares in the video below the challenge of getting to know the customer better in the digital world. He shows how the Swinkels Family is undergoing a digital transformation. Taco Schallenberg, CEO at Acorel, further explains how Acorel, using SAP's Customer Experience suite (Sales, Service, Marketing, and Commerce), is helping Royal Swinkels get the job done.

Digitalizing the customer journey

Digitalizing the customer journeys of Royal Swinkels was an absolute necessity. This is because they aim to be able to serve a suitable beer at any time. This requires an optimal customer view, both B2B (direct customers) and B2B2C (consumers). Royal Swinkels uses the SAP Customer Experience suite for this purpose.